Facebook Marketing 101: The Beginner’s Guide to Promoting Your Site on Facebook

Facebook is home to over 1.65 billion active monthly users, and boasts over three million active advertisers. With statistics like that, it’s fair to say that any business ignoring Facebook in its marketing endeavors does so at its own peril.

As for brands that want to grab their slice of this gigantic pie, Facebook offers some easy avenues into promotion and customer engagement – some of which require no monetary investment at all.

In this post, we will guide you through the different ways to leverage Facebook’s promotional features, helping you to advertise your website and increase your visitor count.

How to Start a Facebook Business Page

Your Facebook business page will act as the central hub for all your Facebook marketing efforts. Over 50 million Facebook businesses pages already exist, enabling brands to share updates, post videos, and engage with their audience:

Nike's Facebook Page

Every big brand you can think of has a Facebook page.

A Facebook page is also a place for your audience to find information about your brand, such as opening hours, contact details, and descriptions and images of products and services. Your audience can also use your Facebook business page to leave reviews and comments about your company.

To start your Facebook business page, head over to Facebook’s Create a Page section. Here, Facebook will ask you to select the type of business you have:

Selecting a business type.

After you make your selection, you can select your industry and type in the name of your business, before clicking Get Started:

Typing a business name.

Facebook will then start you off on a four-step setup process. Firstly, you’ll need to provide a short description of your business, as well as a website URL (if you have one). You can also configure your new Facebook web address before clicking Save Info:

Adding a Facebook business page description.

The next step lets you set your logo, which will be displayed on your business page. You can either upload one from your computer, or enter a web address. When you have configured your logo, go ahead and click Next:

Adding a profile picture to your business' Facebook page.

The third step is where you can set your new business page as a favorite on your Facebook sidebar. This will enable you to quickly access and manage your page with just one click from your Facebook home page, so we recommend that you click Add to Favorites:

Adding your Facebook business page to your favorites.

The fourth and final step lets you select your target audience. This includes selecting a country – or a set of countries – to focus your business page on:

Selecting a business location on Facebook

Furthermore, Facebook asks you to select the interests of the people whom you think will be interested in your business. For example, we selected cakes and milkshakes as the interests of our target audience.

You can also specify the language that your target audience speaks, which will be the last thing you configure before you click Save for the final time:

Defining a target audience on Facebook

Facebook will then use all of that information to piece your business page together. The end result will look a little something like this:

A preview of a Facebook business page

How to Promote a Facebook Post

In simple terms, boosting one of your posts enables you to turn it into a standalone ad for a brief period of time.

To get started, publish a normal update on your Facebook business page. Once published, you’ll see the Boost post button displayed:

A Facebook post with a 'Boost' button

Clicking that button brings up a window to guide you through the process of starting your post promotion.

First up, Facebook will automatically define your target audience based on what you chose during the setup of your business page. If you’re happy with your target audience, you can scroll down. Otherwise, you can click Edit Audience to further hone your target market by defining locations, age ranges, gender, and interests:

Facebook's 'Boost Post' page

Further down the page, you need to set a budget and duration for your campaign. Facebook gives you set budget amounts to choose between, enticing you to spend more money in order to get your post in front of a broader segment of your audience:

Setting a budget for a Facebook post boost

You can also select a time duration or date range to spread your budget across.

To kick start the campaign, you just need to pay via PayPal or debit/credit card. After you set either one of those up, clicking Boost will start the post promotion:

Paying for a Facebook post boost.

That’s it!

How to Start a Facebook Ad Campaign

Many marketers use Facebook Ads as an alternative – or as a supplement – to Google ads.

To get started with your Facebook Ad campaign, head over to Facebook’s Ads manager. Here, you can select the objective of your campaign before clicking Continue:

Selecting an objective for a Facebook Ad.

Next, you can choose the page that you want to promote. Facebook once again uses the data you provided upon creating your business page to set out your target audience. You can leave this section as it is, or you can define your audience again – just as you did when you configured your Facebook business page – by clicking Edit:

Defining a target audience for a Facebook Ad.

Further down the page, you’ll need to configure your ad placement, budget, and schedule. We suggest leaving the placement option on its default setting of Automatic.

As for the budget and duration of your ad campaign, go ahead and apply your changes as you see fit:

Setting a Facebook Ad Budget

Further down the Ad Manager page, you’ll see further options including Bid amounts and Delivery type. Once again, we suggest leaving everything set to the defaults, before clicking Continue:

Clicking 'Continue' on the Facebook Ad set-up page.

The final stage involves configuring the appearance of your advert. First of all, you can either stick with your logo as your featured image, or upload other images from your computer. Facebook also lets you display videos and slideshows on your adverts – however, if you are content with your logo being shown, just scroll on down:

Uploading images to be used on a Facebook Ad.

Finally, you can add some text to your advert before previewing it using the tabs on the right hand side. The tabs let you preview your advert on both desktop and mobile devices:

Adding text to a Facebook Ad.

Once you’re satisfied with your advert, click Place Order:

Previewing a Facebook Ad.

Facebook will then review your request to place an advert, and will typically approve it within 24 hours.

How to Join a Facebook Group

Facebook groups are community-run discussion boards, often created by users to find and engage with people who have similar interests.

Upon joining a Facebook group, users (and businesses) can post publicly in a way that all group members can see. Thus, if a business can find a relevant group, it’s an excellent place to post useful information, engage with group members, and direct them to their Facebook business page or website.

Because there are so many groups floating around Facebook, you’re almost guaranteed to find at least one that’s closely aligned with your business.

To find a relevant group, type some appropriate keywords into Facebook’s search bar until you find something suitable. When you do, click on the group you want to join…

Searching for a Facebook Group.

…then click the Join Group button:

Clicking 'Join Group' on Facebook Group page.

Some groups do not require you to join, which means you can post right away. However, closed groups will require an admin to approve your request before you can post anything.

Once you gain access to a group, ensure that you do not abuse your membership by only posting about yourself and your business. Instead, add value to the group and promote your brand in a more subtle way.

Conclusion

Marketing on Facebook may seem like a daunting task at first, but by following the guidelines above, you’ll be attracting a whole new batch of website visitors in no time at all.

While some campaigns require a monetary investment, your wallet won’t need to see the light of day for most of them. To recap:

  1. Build a Facebook Business Page.
  2. Join and take part in relevant Facebook groups.
  3. Use the Boost option, and pay to promote your most interesting posts.
  4. Start a Facebook Ad campaign, again by paying for the privilege.

Are you planning on kick-starting a Facebook marketing campaign, and what are your major worries? Let us know your thoughts in the comments section below!

Image Credit: Simon Steinberger.

About the Author

Tom Ewer is a professional blogger, longtime WordPress enthusiast, and the founder of WordCandy.

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